Typically, hotels had a different strategy for each channel - for GDSs, OTAs, wholesalers, corporate booking tools, and TMCs - today these are merging as the industry is becomes more agnostic.

To address this, hotels need a strategic shift because rates will find themselves on all these platforms whether they like it or not.

At Wyndham, rate competitiveness is more relevant now than it ever has been. Inderpreet Banga, senior director, e-distribution and wholesale strategy, Wyndham said:

“When people think about rate parity they are thinking about online leisure channels. But it’s more than just rates – it’s everything from compensation, cancellation policy, and discounts that are being distributed through other third parties.”

While the chains may have more power in this environment Sanchit Rege, a manager of distribution strategy at Hyatt, believes it is important for all hotels, including independents, to start putting the guest back at the centre of their channel optimisation strategy.

Nearly 70 per cent of travel buyers say that enforcing policy is one of the most challenging aspects of their job, but new research also identified a large gap in traveler knowledge of policy when it comes to booking hotels.

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